From ABM to Contact-Based Marketing: Jess Cook on Building a New Category at Vector

https://is1-ssl.mzstatic.com/image/thumb/Podcasts221/v4/a9/cb/d2/a9cbd262-60e0-23e3-8898-8705772504c0/mza_6357048568339036756.jpg/600x600bb.jpg

Best Story Wins

Column Five

97 episodes

3 days ago

Welcome to “Best Story Wins,” a podcast for marketing and branding professionals looking to unlock their growth potential. Hosted by Column Five—a B2B marketing agency that specializes in brand and content marketing for SaaS companies—each episode features insightful conversations with industry leaders who are winning customers’ hearts and minds by building world-class brands.

Tune in to hear expert insights, hard-won lessons, and key strategies to take your own marketing efforts to the next level.

All content for Best Story Wins is the property of Column Five and is served directly from their servers with no modification, redirects, or rehosting. The podcast is not affiliated with or endorsed by Podjoint in any way.

From ABM to Contact-Based Marketing: Jess Cook on Building a New Category at Vector

Best Story Wins

49 minutes

1 week ago

From ABM to Contact-Based Marketing: Jess Cook on Building a New Category at Vector

Marketers are under constant pressure to prove impact. Often with smaller teams and tighter budgets. The challenge? Balancing brand building with demand generation while keeping content fresh and effective.

In this episode, Jess Cook, Head of Marketing at Vector, shares how she’s tackling that balance in real time. Jess talks through practical ways to get more value from every piece you create, without burning out your team. She explains why “minimum viable content” can help you move faster, how repurposing can multiply your reach, and why even unexpected moments (like a CEO going rogue on LinkedIn) can become brand building opportunities.

We also cover:

How to establish authority in a new category.
Why repurposing can be your most effective growth strategy.
The benefits of testing fast instead of chasing perfection.
How to turn unpredictable moments into authentic brand stories.
The evolving relationship between brand and demand.